The Oban Blog

The profile of the Social Network Users in Brazil

This spring we were writing about the shift of power between Facebook and Orkut in Brazil. Then the home of the world famous Carnivale overtook India as the second biggest country on Facebook. For the past few months, Brazil was really exciting to watch, with the highest active reach of Internet consumers using the social network from home/work computers.

Today more than 85% of active Internet users in Brazil are using social networking sites, compared with US (74%) and Japan (77%), according to IBOPEnielsen. The statistics show that Brazilians spend almost eight and a half hours a month using social networks, while the US users spend six and a half hours and Japanese users only four hours.

In order to explain the growth in Brazil, SocialBakers suggested in May 2012 that “the country owes its success [on Facebook] to brands building high social awareness and a proactive and creative approach in gaining more fans” – especially in the FMCG, alcohol, beauty and fashion sectors. In May,brands with the greatest popularity among Facebook Brazilian users were: Guarana Antartica, Skoland L’Oreal Paris Brazil.

At the end of June, eMarketer revealed that in Brazil people that are using the Internet are “ young and social”. When it comes to online communication activities, Brazilians focus on email, instant messaging and social networks. New data from the local internet regulator Núcleo de Informação e Coordenação do Ponto BR (NIC.BR) surveyed 25,000 consumers in Brazil from November 2011 to January 2012 and showed that users ages 16- to 24-years-old were the most likely to have ever used the internet, at 81%, followed by 10- to 15-year-olds (75%) and 25- to 34-year-olds (67%). Internet users were fairly evenly split by gender ( in January 2012, 54% the men and 52% of the women were using the Internet.


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In conclusion, today more and more Brazilians are heading online, with almost 50 million Facebook users and an annual growth of 144%. This perspective sounds really promising to the brands. What do you think are brands going to conduct a large portion of their communication on Facebook?

This article was written by social media professional Denisa Caciulan.